Putting and performance coach Jamie Donaldson has appointed global golf marketing agency The Loop to support the growth of his personal brand, with the partnership taking effect immediately.
The agreement covers public relations, communications, content creation and strategic partnerships. The Loop will also work to strengthen Donaldson’s social-media presence and identify new commercial opportunities.
Over a career spanning more than two decades, Donaldson has worked with tour professionals, elite amateurs, corporate clients and private golfers. He is one of the founders of AimPoint Performance and describes himself as its most experienced practitioner.
“Throughout my career I’ve focused on helping golfers perform at their best, but there’s a real opportunity to tell that story more effectively and reach a much wider audience,” Donaldson said.
“The Loop understands both the golf industry and the value of authentic storytelling, and I’m looking forward to working together to grow the brand, create engaging content and explore new opportunities.”
Coaching Content and Commercial Growth
The Loop plans to produce content covering Donaldson’s coaching, corporate golf experiences, educational work and day-to-day activities. A longer-term social-media programme will aim to build his audience beyond those who already know his work through AimPoint or private tuition.
Donaldson is based at Woburn Golf Club in England and also coaches at other venues. His services include one-to-one instruction, AimPoint education, Performance School programmes and corporate golf experiences.
His coaching website lists Adam Scott, Ian Poulter and Stacey Lewis among his private clients. After earlier working as head professional and academy director at Hemingford Abbots in Cambridgeshire, Donaldson went on to become the first accredited AimPoint putting coach in Europe.
AimPoint teaches golfers to assess the slope and likely break of a putt. Donaldson delivers clinics for players across the handicap range, as well as working with professionals and elite amateurs on putting performance and green reading.
The Loop Targets a Wider Audience
Mike Harris, a partner at The Loop, said much of Donaldson’s expertise had previously remained out of public view despite his standing within coaching.
“Jamie has built an incredible reputation through decades of coaching at the very highest level, yet much of that expertise has remained behind the scenes,” Harris said. “Our role is to bring that expertise to a wider audience through engaging content, strategic communications and a personal brand that reflects the standing he already has within the game.”
The Loop is led by Harris, Paul O’Hagan, Alex Narey and Chris Barrett. The agency provides marketing, public relations and representation services. Its existing work covers golf equipment, apparel and travel.
The Donaldson appointment expands its portfolio of golf brands and personalities, while giving the coach a coordinated platform for content, partnerships and business development beyond private instruction.
For more information on The Loop and its services, please click HERE.
Related: Scottsdale Golf and The Loop Launch SGTV YouTube Show
Simon Bale
Simon Bale is the publisher of Golf Today. A low single-figure handicap golfer, he was previously a major shareholder and course reviewer for Top100GolfCourses.com for over a decade, starting in 2010. Through this role, he developed extensive knowledge of golf course design and architecture while playing more than 300 courses worldwide.